1) Social cognition theory perspective that views people as self-organizing, proactive, self-reflecting and self-regulating, not just as reactive organisms shaped by environmental forces or driven by inner impulses1.
2) The capacity for human beings to make choices in the world2. See "human agency".
So, essentially for me, this defines exactly how we see the world. We believe that we have choices that we can make in taking responsibility for our actions and for our choices. We want to enable people to make the right choices online.
This tag line came from the idea that what we do is to connect people, not machines. To set as our DNA that we are human first.